This Cannabis Company’s First 6-Figure Lead Came Through Instagram

Papa & Barkley, a California-based cannabis company, is shaking up the traditional retail industry with its digital-first approach. The company, which includes celebrities and athletes in its customer base, had its first six-figure lead, which led to an order, via Instagram.

At the recent Brandweek: Challenger Brands event, Papa & Barkley CMO Kimberly Dillon talked about what works and what doesn’t, as the company seeks to normalize the once illicit, increasingly legal plant.